Organizations are established for the aim of making profit, except for non-profit making which is primarily for the welfare of the citizenry. Before the advent of advertising, organizations were able to communicate their products to customers through other means. Advertising has crucial role in today’s competitive marketing world. Advertising is one of the promotional tools amongst others which organizations use in communicating their product to target customers. Advertising ensures a certain exposure for the product or service being advertised, it increases sales and assist salesman in sales of goods and services. It creates awareness, improves customer attitude towards the product and service of the firm, it stimulates demand, increases customer base. It is also used to capture a wide range of customers. By means of advertising one can give proper information about their brands to the customer, most importantly every organization that advertises has a competitive edge over the others. Advertising after stimulating a demand in the heart of the consumer, causes the consumer to purchase these products, if the customer is satisfied with the product, it leads to continuous or repeat purchase of the product by the consumer which increases the revenue of the organization and the customer is attached to this product which leads to customer loyalty. Customer loyalty on the other hand, improves the market share of the organization, profit and sales. It leads to brand advocacy. For example, a loyal customer goes out to promote a product without been compensated. Loyalty also leads to customers being price insensitive; even if the price is increased they still purchase the product because they trust the brand. Forecasting is made easier for the organization as the attitude and behavior of the customer is known. Advertising has been seen as a tool that attracts customers, which might lead to purchase and re-purchase and end up in customer loyalty.
Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media such as television, radio, newspapers and increasingly, the Internet.
Advertising is a form of communicative activation. It can be informative and persuasive in nature; utilizing the mass or new media to persuade the consumers to purchase goods and services. Advertising may be targeted at promoting a new product or designed to promote existing ones. Advertising, presents the most persuasive message to the right prospects for the product or service at the lowest possible cost. It is also any form of non-personal presentation and promotion of ideas, goods and services usually paid for by an identified sponsor.
On the other hand, Advertisement is an act of advertising which stands for giving public notice or to announcing publicly. When focused in the field of business and marketing, advertising is a propitious promotion of goods or services to the public, with the intention to draw attention of people and increase the amount of sales for these goods and services.
Marketing is one of the important processes necessary for the effective management of business organizations; especially those involved in the production of goods and services
TYPES OF ADVERTISING
Display advertising, which is also often referred to as “banner” advertising, is a type of advertising that is composed of small digital billboards or banners that are placed in and around blog posts, keyword search pages, websites, etc. Display ads can be both unmoving images or animated. They usually tend to take on the form of horizontal banners at the top of a page or as a vertical banner in the side margins of a page.
Display ads are great for telling a fast visual story while showing off brand identity. They’re usually very visual with very little text, and are ideal for health and wellness products that don’t require an in-depth disclaimer in the ad.
Video ads are quite popular advertising types in today’s digital marketing environment, and it makes sense why. Video advertisements are eye-catching, entertaining, and great for telling a complex story that a display ad simply can’t do. If you’re a medical or pharmaceutical brand, video ads are an excellent choice for sharing your mission or product with full disclaimers.
Mobile advertising is quickly becoming the new norm as more people are consuming online content through their mobile devices than ever before. Mobile advertising is, simply, ads that are optimized for mobile consumption. Mobile ads are quite broad and can include video, app, display, search, or social ads. For most brands, video-based social media mobile ads are a great place to start. Health and wellness brands could definitely benefit from these types of ads on platforms like Instagram, Facebook, Whatsapp etc.
This form of advertising is simple ad content that is integrated into a piece of content. They are considered “non-disruptive” ads and usually come in the form of sponsored content. These ads will match the style and flow of the content it appears in without being pushy is disruptive. For example, pop-up ads and auto play videos are considered disruptive and can often have a negative impact on one’s potential customer base. Native ads, on the other hand, are “slipped” into content in a way that is not disruptive and more attractive to consumers. They can come in the form of blog posts, videos, photos, etc.
THE PURPOSE OF ADVERTISING
Advertising has three primary objectives: to inform, to persuade, and to remind.
Informative Advertising: creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
Persuasive Advertising: tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
Reminder Advertising: reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.
ADVERTISING AND SUCCESSFUL MARKETING
Advertising has become greatly popular and even common place in today’s world. Today’s market is controlled by consumers so companies have to persuade and attract the consumers for selling their products and services which is an effective marketing strategy. Advertising and marketing are essential processes needed to ensure that products get to their target markets. Thus, advertising has crucial role for communication. Advertising seems to be in everything for people and everywhere people go; from surfing the net to taking a bus ride. Advertisement pop up on various websites and can be found in all sorts of unusual places from can drinks to concert tickets.
Advertising therefore, becomes increasingly popular as more and more individuals and companies turn to it as a tool for getting their products or services known by consumers. There are basic features of advertising; advertising create an awareness of consumers, it gives information and also it can persuade consumers. Advertising has costs. An advertising cost have total message that take of time and space on the media. In advertising, you don’t have to communicate directly with a person. It is open to the public. Advertising gives information as said before and it is told that advertising educates consumers on a product or service. It includes various creative strategies and tactics also but in advertising nature it is trying to convince consumers to make a purchase.
According to businesses, advertising help to selling goods and services. It is an important tool for business marketing. Consumers can get detailed information by advertising. Advertising is important for competition among businesses. It affects product price and also its quality. Moreover, advertising helps to speed up the introduction of new inventions, the process of industrialization and the expansion of businesses. It also helps to increase the productivity of companies and generally raises the standard of living in society.
THE IMPORTANCE OF ADVERTISING IN MARKETING
Advertising performs several roles in marketing. The first role advertising plays is the informative role. Advertising serves as the channel through which consumers get to know about products and services. Companies manufacture products and services with the aim of selling them to consumers; without sales, these companies will run at a loss and soon will be out of business. It is advertising’s role through various media, to inform the public about products and services. Apart from informing consumers, advertising goes further to persuade consumers to make a purchase. The public may be well informed about a product through the various media, but do bother to patronize the product. Advertising through creative appeals persuades the public to take action and make a purchase. The promotion and preservation of the brand image is another role advertising plays in marketing. Advertising is a source of image for brands; it reflects and forms a brands reception by the public. Advertising helps to sustain a brand’s image which in the long run helps to boost a company’s reputation and long term investments. Advertising achieves the above by influencing the perceived qualities of products. The perceived quality of a product refers to consumer’s judgment about a product’s overall excellence and superiority. Advertising through the use of creativity, appropriate media and persuasive tactics can influence consumers causing them to alter beliefs and desires about particular products or services.
Persuasion in Marketing – Effects on Advertising
Persuasion can be defined as the process of influencing a person to do something. It refers to the process of modify the values, wants and actions of others. Persuasion is advertising’s second most important function apart from informing and reminding consumers of products and services. Successful advertising aims to not just to inform, demonstrate, attract or entertaining the consumer, but to persuade them to buy. Advertising often persuades through the use of selective appeals. Appeals refer to various approaches used to attract the attention of the audience or influence their feelings or behavior towards a particular product or service. Appeals arouse the interest of consumers towards an advertisers’ product or service. An appeal may be through the product’s colour, shape or message.
Advertisers often try to persuade consumers by appealing to their needs and desires such as; security, safety, health, comfort, pride, happiness etc. The availability of numerous needs and desires of consumers informs the existence of various kinds of rational and emotional appeals. Persuasion thus causes advertising to become very powerful and controlling; penetrating in to the subconscious regions of the minds of the public.
Conclusively, advertising and marketing are commercially driven with the aims of informing the public about goods and services, persuading people to buy, building and maintaining brands as well as maximizing profits for the organization. Advertising thrives on marketing; it is part of the marketing process. Successful marketing planning needs carefully planned and cost effective advertising strategies. These need to be put in place to ensure that consumers are informed and reminded about products as well as to avoid wasteful spending.